EXPLORING FACTORS INFLUENCING CONSUMERS’ PARTICIPATION IN ONLINE SHOPPING DAYS: USING DOUBLE 11 DAY AS AN EXAMPLE

ABSTRACTAs online shopping days gain popularity, understanding how consumers decide to participate in an online shopping day becomes increasingly important. Extant studies on online shopping days have considered participation intention as a personal intention, which does not allow for a complete understanding of group actions like shopping day participation. Thus, our study’s investigation of online shopping focuses on group intention. This study considers participation in an online shopping day as a form of group behavior and, to explain such behavior, develops a conceptual model based on the model of goal-directed behavior. Ladder interviews are used to identify the features of an online shopping day and the kinds of value that drive consumers to participate in an online shopping day. We find that excitement, fun and enjoyment of life, a sense of accomplishment, a sense of belonging, and self-respect are the major types of value that motivate consumers to participate. Furthermore, two online surveys and a structural equation modeling are conducted to test the conceptual model. The result shows that positive anticipated emotions, group norms, and social identity can increase consumers’ desire, we-intention, and participation behavior. Our findings can help marketers and online store managers devise strategies to attract consumers to participate in online shopping days.KEYWORDS: Online shopping dayvaluemeans-end chainwe-intentionparticipation behavior Disclosure statementNo potential conflict of interest was reported by the authors.Additional informationNotes on contributorsShiu-Li HuangShiu-Li Huang is a distinguished professor at the Department of Business Administration of National Taipei University, Taiwan. His research interests are e-commerce, sharing economy, and information management. His papers have appeared in International Journal of Electronic Commerce, Electronic Commerce Research and Applications, Decision Support Systems, Information & Management, Journal of the Association for Information Systems, International Journal of Information Management, and several other journals.Min-Shan HungMin-Shan Hung received her master’s degree in business administration from National Taipei University. Her research interests are e-commerce and online marketing. By conducting surveys with Internet users, she has interesting findings and presents them in the article.